Hailey Bieber's makeup and skincare brand, Rhode, is being snapped up by Elf Beauty for about $1 billion US, giving the budget cosmetic retailer access to a celebrity-endorsed product line that has become hugely popular among Gen Z and millennials.

Model Hailey Bieber is selling her make-up brand Rhode to e.l.f. Beauty in a deal worth up to $1bn (£740m). The 28-year-old, who is married to singer Justin Bieber, co-founded the line of skincare products,

NEW YORK — E.l.f. Beauty has acquired Hailey Bieber’s Rhode skincare brand in a $1 billion deal, the companies said.